2009 Conference Papers

2009 Conference Papers


Fourteenth Cross-Cultural Research Conference


ISBN – 978-0-615-33513-1


December 13-16, 2009
Casa Magna Marriott Resort and Spa
Puerto Vallarta, Mexico

Chair and Local Arrangements

Lenard C. Huff, Brigham Young University-Hawaii

Proceedings Editor

Kristie Seawright, Brigham Young University
Scott Smith, Brigham Young University

Area and Topic Coordinators

  • Soren Askegaard, University of Southern Denmark, Odense (Europe/Middle East/Africa)
  • Carolyn Dickie, Curtin Business School (Asia/Australia/Oceania and Organizational Behavior and Management)
  • Stan Fawcett, Brigham Young University (Supply Chain Management and Operations)
  • Susan Forquer Gupta, Monmouth University, (Cross Cultural Research Theory and Methodology)
  • Francisco Guzman, University of North Texas (Mexico/Central America/South America and Mexican and Latin American Culture)
  • Carol Motley, Florida A&M University and Vanessa Perry, George Washington University (Consumer Behavior)
  • Gerri Henderson, University of Texas and Jerome Williams, University of Texas (Marketing Strategy and Management)
  • Yvette Reisinger, Temple University (Hospitality and Tourism)
  • Natalie Wood, Saint Joseph’s University (Internet and Web 2.0 Technologies)
Sunday, December 13, 2009
5:00 – 6:30 pm Registration Opens Marriott Hotel Foyer
6:30 – 8:00 pm Opening Reception Beach Patio or Main Patio
Monday, December 14, 2009
7:00 – 8:00 am Breakfast Mikado
8:00 – 8:30 am Session 1 Welcome
8:35 – 10:05 am Session 2A Vallarta I – II


Are Cultural Values Taken into Consideration in the Design Process of International Websites? The Case of Honda Car
Malaika Brengman, Vrije Universiteit Brussel
Femke Vyncke, Vrije Universiteit Brussel

Cross Cultural Differences in the Effects of Word of Mouth in Relational Service Exchange
Jan H. Schumann, Technische Universität München
Florian v. Wangenheim, Technische Universität München
Anne Stringfellow, Thunderbird School of Global Management
Zhilin Yang, City University of Hong Kong
Vera Blazevic, University of Maastricht
Sandra Praxmarer, University of Wollongong
G. Shainesh, Indian Institute of Management Bangalore
Marcin Komor, University of Economics at Katowice
Randall Shannon, Mahidol University
Fernando Jimenez, University of Texas at El Paso

Online Social Networks, Market Mavens & Viral Marketing
Michelle L. Lievense University of Colorado at Boulder
Arne Baruca University of Texas – Pan American
Dr. Michael S. Minor University of Texas – Pan American

8:35 – 10:05 am Session 2B Vallarta VI-VIII


Defining Mainstream American Culture
Caroline J. Doran, Manteca, CA
Romie Littrell, Auckland University of Technology

Gender and the Vertical/Horizontal Dimensions of Individualism/Collectivism: A Six country study
Sarah Maxwell, Fordham University
Sabine Anselstetter, University of Erlangen-Nuremberg
Lucette Comer, Purdue University
Larry King, Fordham University
Sanghyun Lee, Dongguk University
Carla Montenegro, Coppead – Federal University of Rio de Janeiro

Identifying Cultural Standards for Bosnia and Hercegovina
Christian Hirt, University of Graz, Austria
A. Imamovic

8:35 – 10:05 am Session 2C Mexico – Cozumel


Cultural Value Dimensions in a Strategic Decision Making Context
Susan Forquer Gupta, Monmouth University

Entrepreneurial Orientation in Cross-cultural Research: Assessing Measurement Invariance in the Construct
Baobao Dong, Jilin University
Baoshan Ge, Jilin University
Rodney C. Runyan, University of Tennessee
Jane L. Swinney, Oklahoma State University

Turning Customer Horror into Customer Delight: A Cross-Cultural Perspective
Sterling Bone, Brigham Young University – Provo
Stan Fawcett, Brigham Young University – Provo

Evidence of Divergence and Convergence of National Culture: Setting New Research Agenda in Tourism
Yvette Reisinger, Temple University
John C. Crotts, College of Charleston

10:05 – 10:30 am BREAK
10:30 – 12:30 pm Session 3A Vallarta I – II


Asian American Consumers’ Responses To Model’s Ethnicity And Stereotype In Advertising: Acculturation As A Moderating Factor
Jin-Young J. Yoo, University of Texas at Austin

Can Cross-Group Contact Facilitate Consumer Response To Other-Targeted Advertisements?
Rohit Deshpande, Harvard University
Sonya A. Grier, American University
Guillaume D. Johnson, Witwatersrand University

Using NVivo for Qualitative Cross Cultural Research
May Aung, University of Guelph

The Past, Present and Future of Online Cultural Research
Scott Smith, Brigham Young University

10:30 – 12:30 pm Session 3B Vallarta VI – VIII


Managerial Competencies and Career Advancement: A Comparative Study of Managers from Two Countries
Eric Chong, Victoria University of Wellington

North and South Latin America: Influence of Cultural Values on Preferred Leader Behaviour
Romie F. Littrell, Auckland University of Technology
Evangelina Cruz Barba, Universidad de Guadalajara
Leonardo Liberman Yaconi, Universidad Adolfo Ibanez

Personnel Cross-Cultural Competence and Career Development in Small Organizations of Lithuania
Nijole Petkeviciute, Vytautas Magnus University

Social Capital as a Micro-Level Origin of Organizational Capabilities: An International Perspective
Jan Kemper, RWTH Aachen University,
Malte Brettel, RWTH Aachen University,

10:30 – 12:30 pm Session 3C Mexico – Cozumel


The Three Faces of CRP: A Program of Research for Studying Discrimination in the Marketplace
Edith Davidson, Auburn University

Analyzing Consumer Response to Marketplace Discrimination
Geraldine R. Henderson, University of Texas at Austin

Analyzing the Response of Minority Small Business Entrepreneurs to Marketplace Discrimination
Jerome D. Williams, University of Texas at Austin
Sterling A. Bone, Brigham Young University
Glenn L. Christensen, Brigham Young University

Analyzing Juror Response to Marketplace Discrimination
Anne-Marie G. Hakstian, Salem State College

12:30 – 2:00 pm LUNCH Mikado